advertising and sales promotion ppt

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ADVERTISING ADVERTISING STRATEGIES USED BY STRATEGIES USED BY MARKETERS IN THE MARKETERS IN THE AUTOMOBILE SECTOR AUTOMOBILE SECTOR

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Page 1: Advertising and sales promotion ppt

ADVERTISING ADVERTISING STRATEGIES USED STRATEGIES USED BY MARKETERS IN BY MARKETERS IN THE AUTOMOBILE THE AUTOMOBILE

SECTORSECTOR

Page 2: Advertising and sales promotion ppt

The aim of the marketing strategy is to use advertising as well as other tools to maximize sales.

Advertising is a tool which can attract the prospective customers to a product or service.

Advertising strategies are part of overall marketing strategies which also include public relations , incentives, word of mouth etc.

Advertising stimulates demand, develops brand preference, cuts cost and also acts as a competitive weapon.

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It involves an adequate mix of various types of advertising like, competitive, persuasive, informative to gain attention of consumers and initiate purchase.

Companies rely on these strategies to persuade consumers to buy their products.

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The Indian automobile industry is the tenth largest in the world with an annual production of approximately 2 million units

Indian automobile industry is involved in design, development, manufacture, marketing , and sale of motor vehicles.

Due to fierce competition among the competitors in the automobile sector advertising strategies are to be made with caution .

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Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company (HMC), South Korea and is the largest passenger car exporter and the second largest car manufacturer in India.

HMIL presently markets 8 models of passenger cars across segments. The A2 segment includes the EON, Santro , i10 and the i20, the A3 segment includes the Accent and the Verna, the A5 segment includes the Sonata Transform and the SUV segment includes the Santa Fe.

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• The Hyundai i10 is a 5-door hatchback subcompact produced by the Hyundai Motor Company.

• It was launched in October 2007, replacing the Hyundai Atos in some markets.

• The i10 is produced in India at Hyundai's Chennai plant for the domestic and export markets.

• It is positioned near the lower end of Hyundai's hatchback subcompact range (above the Hyundai Eon)

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Segmentation of the auto industry is primarily customer driven. It evolves as manufacturers model their products and brand positions according to customer profiles.

Keys factors in advertising strategies Hyundai Motor India Limited (HMIL)

•Style and Power •Goes along with Sports (Mainly Football World cup)•Concentrate on brand Ambassadors

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Main campaign objective of this advertising campaign was to announce the launch of the new car; it was supposed to be the most desirable car in the segment.

They wanted to capture a large market share in the already existing market segment.But they had their target set since it catered to the youth of the country.

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Geographical- the target has been the entire country with no specific cities embattled. The same advertisement campaign has been used all throughout the country.

Demographic- the target has been the youth of the country. The targeted age group has been from 18 to 30 years.

Psychographic- it has targeted the new economy businesses like the’ IT’ and the ‘BPO’ sector.

Behavioural - it targets either singles or young couples without children, it targets the style conscious and innovative individuals .It is for the early adopters that is the people who get on to the new technology first. It targets the upper middleclass youth (with an income of above Rs. 3.5 Lac annually.

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As the above figure shows the budget was divided into 2 phases:

Launch and Post launch

Approximately 22crores were spent during the launch phase and approximately 15 cores were spent during the launch phase.

Production cost was 1.2 cores.

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The world premiere of the car was done in India . Usually these cars are launched in Europe at the auto shows, but this was one of the only cars launched in India.

This was an informative advertisement. The creative concept they worked on was 'world premiere'

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Below the line :Posters and danglers were used to raise awareness. Activities were conducted in the showroom as well. The activities conducted in the showrooms were mainly around test drives, and to encourage people to check out the car. They did a promotion called 'Win the “ I “.’

Above the line: Through a channel mix targeting core group –youth. A channel mix comprising al lmain TV channels including news, entertainment, music, movies like Star Network(Star Plus, Star One, Star News), Zee TV, Sony Network etc. were selected on the basis of affinity, time spent & loyalty. Sponsorships were taken to add to the visibility of the brand.

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TelevisionTrade/ Professional MagazinePoint-of-PurchaseRadioConsumer MagazineNewspaperPublic RelationsSales Promotion

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The Hyundai i10(transformed ) was launched in October 2010 .

Its marketing strategy , advertising strategy and sales promotion strategies were similar to its previous models.

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i10 was revamped into the new Hyundai i10 transformed giving it a sports car kind of a look.

This was targeted mainly at the youth generation.

Far-fetched advertising campaign by the company lead to its popularisation in the initial stage.

Familiar ad on the print and electronic media.

Shahrukh Khan as the brand ambassador-enhanced product appeal.

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Companies engage in advertising of their products to increase awareness and induce purchase .

Hyundai has engaged in aggressive advertising of the i10 transformed .

The various mix of advertising strategies including print, outdoor etc have enhanced sales and has paved way for the product’s success in the competitive and grueling market !

Page 24: Advertising and sales promotion ppt

AMAN LUNIA (82)PUJA AGARWAL (85)

ANSHU KHEMKA (112)SURABHI SARAF (113)KARISHMA SHARMA

(115)ANCHAL SIKARIA (132)

RICHA GOYAL (137)SAKSHI AGARWAL (140)SHANTANU MODI (141)